Tiffany Hoeft

Tiffany and her team

Tiffany Hoeft, MS/CC-SLP, is much more than a speech-language pathologist. She's the heart and soul behind Minds Matter PLLC, a clinic dedicated to brain health and cognitive rehabilitation. If you meet Tiffany today, you might see a confident business owner, but her journey has been a winding path, filled with personal growth, community support, and a passion for helping others live better lives.

Growing up on a farm near Bristol, South Dakota, Tiffany developed a strong work ethic and a deep appreciation for community. From waitressing at the Hot Spot to helping out on the family farm, these early experiences taught her valuable lessons about teamwork and perseverance.

From there, her academic journey took her to Moorhead State, where she studied communication disorders, and then to St. Cloud State, where she earned her Master’s degree in speech-language pathology. But it was during her work in neurocognitive rehabilitation—focusing on high-level thinking skills and cognition—that her true calling became clear. Helping people with cognitive challenges, including dementia, became her mission.

Tiffany's personal illness with West Nile virus in 2012 changed the course of her career. She gained a new perspective on what it means to experience brain fog and inability to focus. She clearly remembers telling her doctor, "I feel like I'm losing my mind."  This experience inspired her to explore neuroscience more deeply and seek out cutting-edge therapies. She traveled to clinics across the country, bringing back innovative techniques to rural South Dakota. Her goal was clear: to provide the best possible care for her community.

In May 2023, Tiffany opened Minds Matter, a clinic that offers a holistic approach to brain health. The clinic focuses on teenagers and older, providing cognitive rehabilitation and preventative care for conditions like dementia. Tiffany's approach is centered on education and empowerment, helping clients improve their quality of life without relying solely on medication.

Tiffany wins the Aberdeen Business Pitch competition

"I didn't have all the answers when I started the business," she reflects, "but I had a lot of passion." That passion, combined with the support of her community, has fueled the clinic's growth. In the spring of 2024, Tiffany joined the Northern Startup and Innovation Center's Idea to Market workshop, an 8-week program designed to help entrepreneurs develop their ideas. At the end of the program, she participated in the Aberdeen Business Pitch competition, where Minds Matter took home the top prize. Winning the competition gave Tiffany and her team a huge confidence boost. "It wasn't just about the financial support—it was knowing that the community believed in what we were doing." That support has motivated them to push forward, growing the clinic and reaching even more people.

As an educator at heart, Tiffany is passionate about helping people understand their brains, convinced that knowledge is power. "When you understand what's going on in your brain, you can change it," she often tells her clients. Recently, Tiffany had the opportunity to share her expertise with over 500 employees at local businesses, giving them simple strategies to improve their brain health. She's particularly focused on reducing the stigma surrounding mental health conditions like dementia, emphasizing that quality of life can be maintained with the right approach.

Reflecting on the past year, Tiffany admits that finding balance has been one of the biggest challenges. "At one point, I joked that at Minds Matter we save your brain at the expense of ours," she laughs. But things are different now. With a growing team and a clearer sense of direction, the clinic is not just thriving—it's fun. "We've found our rhythm, and we're enjoying the journey. If we're not having fun, how can we expect our clients to come back?"

Looking back, Tiffany is deeply grateful for the support she has received from her family, her patients, and the community. Whether it's continuing to provide cutting-edge therapies, expanding her educational outreach, or growing her business, her goal remains the same: to improve the lives of the people in her community through better brain health.